How to Use PR to Successfully Launch Your New Product or Service

By Howard Oliver, Founder and CEO, What If What Next – Tech PR   Microsoft co-founder Bill Gates said, “If I was down to my last dollar, I would spend it on PR.” Similarly, Richard Branson has noted: “A good PR story is infinitely more effective than a front page ad.” A recent Nielson study concluded PR is 90 percent more effective than advertising and some 80 percent of business decision-makers prefer learning about companies through articles instead of advertisements. As such, Learning is the New Marketing. PR works and its role – to establish and maintain relationships with your target audience via the media and other opinion leaders – is important. It’s especially important to the successful launch of a new product (or service), enabling you to build awareness in targeted markets, build your brand, generate quality leads and drive revenue. So where to begin on a PR campaign to successfully launch your new product (or service)? 1) Be ready: If your new product is not the best version of itself, no reporter will cover you, and you can experience backlash and negative press. Make sure you are completely ready before employing any PR strategies. 2) Create your story: Ask your team and trusted advisors: What is our identity, what are our values and company culture? What are the three things about our business that matter? What was our journey in establishing our company and this new product? How are we different from our competitors? What was the discovery process like to build this product? What are the three things that are different about our product and what are our proof points? What are...